ABSTRACT
Compared to a prototypical quantitative research project, the ‘basic’ constituents of a
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• an overview of basic concepts within qualitative media research, including meaning as produced in everyday settings and examined by researchers as interpretive subjects
• an argument for the importance of systematic design and sampling in qualitative research • a review of interviewing, observation, and other empirical approaches to media and communication studies,
with examples • a discussion of coding, discourse analysis, and other forms of qualitative data analysis as special challenges
for qualitative media research • a presentation of computer-supported qualitative research.
